Sponsorship of Cinema Entertainment Experiences
Posted: 6/21/2010 9:00:41 AM by
Carrie Urban Kapraun | with 0 comments
What do the Metropolitan Opera, Metallica and UFC have in common? Fans and movie theater audiences have the opportunity to see these events/productions in HD at hundreds of movie theaters throughout the nation.
Fathom, the entertainment division of National CineMedia (NCM), delivers a new cinema entertainment experience. Fathom presents live concerts, theatrical and DVD premieres, sporting events and other exclusive and original content at movie theaters.
Upcoming Fathom events include: the “Big Four” – Metallica, Slayer, Megadeth and Anthrax – a satellite broadcast of the bands’ tour stop at the Sonisphere Festival in Sofia, Bulgaria to more than 450 theaters in 140 markets in the U.S.; and Romeo et Juliette, presented by The Metropolitan Opera at 420 theaters in the U.S.
Other than being a wide-reaching, unique, up-close, and affordable way to see a variety of entertainment, I am interested in keeping tabs on the potential for sponsorship around these events. Fathom currently offers sponsor branding opportunities in-theater, online and at events.
In May, Ford sponsored Sons of the Fallen: A Live Tribute to Our Military Heroes. Ford gave away a Super Duty F-250 truck during the military tribute in 500 theaters nationwide. Prior to the showing, the contest was promoted on-screen at theaters. Patrons could text to win and the winner was announced live.
I wonder what type of arrangements Fathom has with properties such as UFC and the Metropolitan Opera. Do current sponsors of the Met and UFC have first right of refusal to extend their sponsorship to these in-theater events? Would sponsors of the Met want to reach the in-theater audience? According to the Met website, Bloomberg is the sponsor of The Met: Live in HD.
I haven’t seen a lot of reports on attendance to these events, but these cinema entertainment experiences might afford sponsors of these properties an opportunity to extend the reach of a traditional sponsorship or provide additional in-person interaction opportunities in key markets. Additionally, could a property partner with Fathom and in-turn have a whole new portfolio of assets to sell?
NCM is a leader in cinema marketing and recently Kraft partnered with NCM to deliver branded entertainment to movie theaters. Kraft will be featured in two minute, 30-second original segments, as well as in more traditional :30 and :60 advertising spots.
Has anyone been to a Fathom event? Was there sponsor recognition at the event? What are you thoughts about the marketing potential for sponsors around these events?
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Filed under: events, entertainment